消费者对中式风格化妆品包装的认知现状及差异分析

ANALYSIS OF CONSUMERS’ COGNITION STATUS AND VARIATION OF CHINESE STYLE COSMETIC PACKAGING DESIGN

1.引言中国化妆品包装设计从民国时期开始萌生。近几年中国本土化妆品品牌崛起趋势明显[1],这些品牌普遍使用的中式风格的包装设计,强调国产化妆品牌的身份,引导消费者去发现品牌底蕴和文化内涵,成功打造了东方美学代表品牌的形象。包装除表达商品的属性和消费者渴望的审美需求外,创造差异、表达文化内涵也是包装设计的重要诉求点[2]。因此通过研究女性消费者心理,了解女性消费习惯、消费方式及消费结构,来感知不同预算消费者对于中式风格包装的差异性。

In recent years,the rise of domestic Chinese cosmetics brands has been obvious.The Chinese-style packaging design commonly used by these brands emphasizes the identity of the domestic cosmetics brands,guides consumers to discover the brand heritage and cultural connotation,and successfully creates the image of the oriental aesthetics representative brands.This paper studies women's con sumpti on habits,con sumpti on patterns and con sumption structure by analyzi ng the female consumer psychology.Hopefully it could be useful in perceiving the variation of consumers with different budget for domestic Chinese cosmetics brands.